Coty introduced breakthrough multi sensory fragrance discovery experience

Utilizes touch, smell, sound and sight to send consumers on a fully immersive journey across the world of fine fragrances

Coty introduced a revolutionary fragrance discovery experience that mixes touch, smell, sound and sight for a fully immersive journey across the world of fine fragrances. Unveiled for the first time in Buenos Aires, Argentina, the experience helps shoppers explore Coty’s luxury fragrance portfolio and find their perfect scent match.

Shopper wear a virtual reality headset and pick up one of seven scent stones, which each represent a unique olfactive territory. The user is then propelled into an immersive universe which brings the specific olfactive territory to life through the scented and texturized stone, 3D visuals and sound. Shoppers can then discover their perfect fragrance match based on their preferred territory. The innovative use of mixed reality allows shoppers to remain in the store environment, while providing an additional layer of magic and other worldliness that the fragrance category is known for.

A spokesperson for Coty, said: “When we set out on this project, our aim was to create a future facing retail experience that merged the physical and digital worlds to help users navigate the rich and complex world of fragrances. The result provides shoppers with an incredible experience that marries art, science, and technology. The technological breakthrough of mixing real scents with virtual reality is unprecedented. Our aim is to scale this experience across multiple Coty brands and with select retail partners, providing a better fragrance experience and service for consumers.”

The experience was developed by Coty’s inhouse innovation teams in collaboration with DVgroup, an award-winning digital and VR innovation studio that mixes genres and formats to create striking immersive and interactive experiences.